Google music links look nifty, but unlikely a game-changer

Google plans to offer streaming music nestled right in with its other search …

Reports are rife that Google is preparing to add music to its search results, allowing users to listen to songs right from the results page. The new feature, which is supposedly set to be announced next week, involves licensing deals all four major music labels as well as a smattering of independents. Though there is revenue sharing involved, the main plan is to use the initiative as a way to keep users on Google for longer.

According to insiders speaking to the Wall Street Journal, the music will come in the form of free, embedded streams from either Lala.com or iLike.com. Those who are interested in buying the music will be able to do so from either of those two sites—iLike allows users to buy unprotected MP3s directly but also provides a link to iTunes, while Lala only sells the unprotected MP3 with no other direct links. Rumor has it that Google may eventually incorporate links to iTunes and Amazon—two of the most popular music download services—but that feature doesn't appear to be set in stone for the launch.

Some leaked screenshots allegedly of the new service are available at TechCrunch, showing that users won't be able to listen to an entire song from Google's search results, but rather just a snippet. Realistically, this makes sense—most searchers want to confirm that they found what they were searching for, and then click through to buy or browse through similar music.

While some observers seem to think this addition to Google is significant, there are many reasons why it's not. For one, Google isn't launching its own music store—that might be considered significant. Instead, it's merely providing snippets of streamed songs on its website. In fact, Interpret, LLC VP of Strategy and Analysis Michael Gartenberg thinks that anyone who says this is a game-changer is crazy. He told Ars that if Google had implemented this three years ago, it might be considered huge. However, online music is "pretty mature" at this point and even mainstream users already know how to find music online. For that reason, it may not even drive much revenue—to Google or anyone else.

"Perhaps if someone just landed on the planet and discovers this, it might make a difference. Otherwise, it's not going to drive more users to iTunes or Amazon. It probably won't even impact Pandora or Last.fm," Gartenberg said. "It's just one more reason why people will stay within Google. At best, it's an interesting way to preview a song that's stuck in your head."